Facebook Ads

Creative ways businesses can use Facebook ads

Rick shares that the common assumption that businesses have to spend a lot of money to run successful Facebook ad campaigns is a myth. He says businesses can be successful even if they spend as little as $5 or $10 a day.

As examples, Rick mentions using Facebook ads to guide people into a giveaway to build your email list, or to geographically target people to let locals know about a discount, offer or promotion.

If you are geographically targeting people, then you should really consider including a promotion of some kind.

Rick explains that you use these audiences by placing a Website Custom Audience (or remarketing) pixel on your website. The pixel tracks website visitors who are also Facebook users and builds an audience from them, so you can serve ads to them on Facebook.

Create a custom audience from your website.

This is great. It lets you serve ads to warmer leads because they’re already familiar with your business.

Listen to the show to hear Rick’s thoughts on using Facebook ads to grow page likes.

About boosted posts

If you boost a post, you’re stuck with the preset levels for the ad spend and limited targeting.

Boosting a post limits your targeting.

Rick says if you want more people to see a specific post, you’re better off turning the post into a page post ad. To do that, you have to use the Ads Creator or Power Editor, but you’ll have better control of your ad spend budget and deeper targeting options.

Listen to the show to hear why Rick recommends that you don’t boost posts.

Exciting things businesses can do with Facebook ad targeting

When most people think of targeting on Facebook, they think of interest targeting—for example, targeting people who like pages similar to your business page.

Rick believes the really exciting stuff is Website Custom Audiences or uploading your email list to Facebook to create a custom audience that lets you target those people with your Facebook ads.

You can take it a step further and create a lookalike audience of Facebook users from your own custom audience. These types of audiences are made up of Facebook users who share attributes similar to those in a custom audience you designate.

Create a lookalike audience of Facebook users with your own custom audience.

Listen to the show to learn how including custom elements in your ad copy leads to a higher conversion rate.

Why pay Facebook to reach your email subscribers

Rick explains this concept is the same as remarketing to your website visitors on Facebook.

People who’ve given you their email address are familiar with you in the same way members of your custom audience are familiar with you. They’re both warm leads.

This ad was served to a custom audience made from an email list of people who’ve attended previous Social Media Success Summits.

Rick says if someone isn’t opening your emails, serving them with a Facebook ad gives you another opportunity to get in front of them. They are your ideal target customer.

Listen to the show to find out how to make email subscribers aware of your intent to serve them with Facebook ads.

Remarketing through a third-party tool or a Facebook tool

Rick shares that earlier this year, the gap between what you could do on Ad Roll or Perfect Audience versus what you could do using Facebook’s own tools has really narrowed.

He says Facebook’s in-house tools are now so robust that if you want to get started with remarketing through Facebook ads, you don’t really need a third-party tool.

Rick explains that Facebook has made it very easy for business owners to pixel their website and set up rules for what they want to track.

For example, you can set up tracking to create an audience of people who visit your sales page, but don’t reach your conversion page because they didn’t purchase from you. Then you can serve them Facebook ads to remind them of your products.

Listen to the show to hear a specific use case for remarketing.

Install a pixel on your website

Rick stresses that you only need to install the remarketing pixel once. The pixel should be installed just before your </head> tag.

If you’re not comfortable working with HTML, you can copy the pixel code and email it to your web designer. You can also install the code using a WordPress plugin like Header and Footer Scripts.

This is an example of the remarketing pixel code you’ll install on your website.

Rick cautions people to remember that the pixel can’t track past website visitor information. Once installed, the pixel starts building audiences going forward from the time it’s placed and will default to a 30-day audience.

You’ll hear how Rick gets creative with the tracking on his website and why he recommends you make a list of the pages whose traffic you want to start building an audience out of.

He explains that you can form multiple audiences to target people who’ve visited your website or a specific web page during different time periods. For example, you can build audiences to target people who’ve visited your home page in the last 30 days, the last 60 days and the last 90 days. Then you can serve each audience with a different message.

Listen to the show to discover the benefits of using Power Editor to manage your Facebook ads.

How Facebook charges for ads

Facebook charges you based on the targeting and objective options you choose for your ad’s audience. Each time you narrow that targeting, Facebook charges a bit more.

Rick says that you don’t need to spend a lot of money to see results. It all depends on your budget. If you are in a position to spend $5 to $10 per day, he recommends that you try it out, as you’ll see results pretty quickly.

The idea is to start off small. Once you see some return on your ads, then you can start to scale and grow from there.

Find out the different ways Facebook ads can help your social media marketing.

Listen to the show to find out more about CPC, CPM and Optimized CPM objective options, and how Facebook tracks conversions.

Discovery of the Week

I recently discovered an interesting Facebook advertising tool. The Grid Tool allows you to see if your ad meets Facebook’s 20% or less text requirements before you submit it to Facebook for approval.

Test your Facebook ads before you submit them.

Simply visit the tool and upload your proposed ad image. Facebook then shows your ad image with a grid overlay. You simply click each square that contains text and Facebook will calculate whether the image has more or less than 20% text.

We have handpicked the best experts in the world to teach you all about how to market on all of these various channels.

If you want to learn more, visit here where you can check out all of the speakers and the agenda. Make sure you grab your ticket before the price goes up. We’ve got a lot of earlybird sales going on right now.

Michael Stelzner is the founder and CEO of Social Media Examiner, and host of the Social Media Marketing podcast. He also authored the books Launch and Writing White Papers. Other posts byMichael Stelzner »

ChristineDMcKinnis

Start working at>>CLICK NEXT TAB FOR MORE INFO AND HELP

brigitte

We have 2 stores using the same website – but they each have their own Facebook account. Will we use the same Pixel Code for both Facebook accounts?

brigitte

We have 2 stores using the same website – but they each have their own Facebook account. Will we use the same Pixel Code for both Facebook accounts?

http://www.socialmediaexaminer.com/ Michael A. Stelzner

You can create more than one pixel under a single Facebook page/account. So yes this is totally doable. You’ll want a different pixel for each website.

Rick Mulready

Had a blast, thanks again for having me on the show, Mike!

http://www.socialmediaexaminer.com/ Michael A. Stelzner

Thanks for being my guest expert Rick!

http://xmediadigitalsolutions.com.au/ David Walter

Great as usual I love seeing creative adverts on Facebook. I think with it becoming harder now to get on top of people’s newsfeeds, its time people pay attention to what they put in their ads, from images, catch phrases and call to actions. Its like any other marketing media, we need to pay attention to our audience. Lucky for us, online advertising lets us analyse our results! Keep up the great work!

Hi Rick – re creating a custom audience from an existing auto-responder list – how do you think FB would view ‘buying’ a list of email addresses and uploading that as a custom audience? Thanks.

Kate Perry

Google is paying 80$ per>>CLICK NEXT TAB FOR MORE INFO AND
HELP

http://www.socialmediaexaminer.com/ Michael A. Stelzner

Hi Fiona – I am pretty sure you have to certify that you own the list

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We are doing a tremendous amount of Facebook advertising for our agency clients. This particular podcast was very timely for me personally. As a social strategist, this information was very helpful and made topics such as retargeting very easy to understand. Thanks for the continued fantastic content.